Benetton
Benetton To show no racial differences, no festive items to send values of Benetton ads are still involved in a lot of sensitive social issues, such as US-Soviet Cold War, race, AIDS, religion, environmental pollution, refugees, child labor, street the subject of violence and so on.
Benetton 2009 advertising the latest large
Benetton brand to convey the impression that we are: globalization, with an open mind to look at a wide range of social reality. Almost every one print ads are not a mere propaganda and a large clothing brand products, but thinking about pulling a large public service information.
Benetton brand values, brand advertising has been leading the maturity of once, Benetton brand advertising in the history of the world’s fashion ads fashion ads put into the peak times. Is this the Italian born in 1965, the brand, with a racial problem subversion Zhang screen to the audience bring a lot of shock and Imagination.
From 1985 to 1996, Benetton’s advertising has been a great breakthrough. Photographer Oliveira Tuo Saini joined Benetton three years later, he broke the normal operation mode of the past, began to “UNITED CORLORS OF BENETTON” appearance of such a theme, stressing that “the use of diverse colors.” Tuo Seni not only made of different nationalities and ethnic complexion of young men and women, wearing Benetton clothes, expression Benetton no racial differences, without borders brand values, is also involved in advertising a lot of sensitive social issues, such as US-Soviet Cold War, race, AIDS, religion, environmental pollution, refugees, child labor, street violence, and so on the subject. Was encountered in many countries, and the legal complaint published in the radical response.
Many critics believe that Benetton is in the production of some shocking images to eye-catching. Example, published in this issue made by the photographer Oliveira Tuo Saini’s “handcuffs” and “eye” and another a photographer shooting Ximengnuoka Lika Kazu work “hold dolls little girls” . These works belong to the banned advertising in the year.
When the critics believe that Benetton was not in the creation so-called “pure no-Jiao as” the product advertising, Benetton Luciano Benetton, president responded by saying: “We do not calculate in advance the expected or if they published these ads will be produced after the reaction, We only want to create some different things. ”
There is no doubt the topic of Benetton advertising though controversial, but it was very successful. Analyzed together, as “fresh oxygen” magazine said: “The Benetton ad has created a topic of conversation and news-oriented. In the time of issue of being banned, it has been published in the news media free of charge, saving the advertising expenses; and their concerns some aspects of human reality has indeed won everyone’s respect. ”
1989 advertisement “handcuffs” photo Oliveira Tuo Saini
1992 advertisement “adopt a little girl doll” photo Ximengnuoka pepole Kazu
1995 advertisement “eye” photography Oliveira Tuo Saini